A 'Special' Staples for a 'Special' Town, Demands Design Review

Despite and to block it, the big-box office supply store Staples will take up residence in the vacant Holder-Ford building, located at 977 West Napa St.

But, at Tuesday night's meeting, Sonoma's Design Review Commission took a harsh stance to Staples’ proposed site design, arguing that – though the building lies just a few blocks from ‘Jack in the Box’ – simplified design is needed for the chainstore to blend into the quaint landscape of the city.

"Sonoma is a special town, and I think the reaction to Staples coming in shows that - most places just wouldn't care," said Commissioner Kelso Barnett.  "In respecting Sonoma, this sign program is a disaster - no offense."

Developed during several meetings with community representatives, the signage plan represented an already watered-down proposal, said Suzzi Grigoryan, a community liaison contracted by Staples to facilitate the Sonoma store opening.
"In this instance we took the Staples prototype and we toned it own and modified it," said Grigoryan. 

To make the project amenable, Grigoryan said, Staples agreed to replace their characteristic boxy red and white logo with two signs of stand-alone white lettering, placed against red ribbed-metal backing added each of the building's two gables. A red awning which Grigoryan labeled "obnoxious" was chucked in the planning process.

Because the 14,400-square-feet building is still smaller then the average Staples store, the company proposed closing in the building's existing bay doors, using white stucco matching the building's exterior, to allow for extra wall space for merchandise - an added set of large glass sliding doors would be the main entrance.

Though Sonoma's Sign Ordinance limits wall-signs to 27-square-feet, the larger of the two proposed wall sign measured three feet high by 15-feet long, a total of 45-square feet, which the store argued was necessary for visibility - given the site's large size and long street setback. Staples proposed both signs be illuminated - the larger by less-vibrant-than-usual internal lights; the smaller with an external spotlight.

The Design Review Commission wasn't buying it.

"Why is there so much red," asked Barnett, citing a photograph of the Staples store in Santa Barbera, which features a small store logo in red font, sans Staples' trademark white-on-red backing.

"Well, that town is very difficult," said Grigoryan. "Well, yeah," replied Barnett, gesturing to himself and the commission.

If Staples intends to target their business to locals, increased signage and branding is unnecessary, argued Barnett.  "Within two months everyone in Sonoma is going to know where Staples is," said Barnett,  "Why does Santa Barbera get it and we don't."

"We owe it to the residents of Sonoma to keep this as un-corporate as possible," said City Councilman Tom Rouse, during the meeting's public comments. "Perhaps make this a 'special Staples' if you will."

The commission followed directions - slashing down the proposal in a unanimous vote. The commissions acceptable alternative included one wall sign - not two - in a red or white font, without backing, and the retention of the bay doors with a 'merchandising case' built into the window. 

"This application's been the talk of the town," said Senior City Planner Rob Gjestland, during an opening presentation.

"Considering everything that got to this point, I would think Staples would be a bit more amenable," said Barnett.

Sonoma Patch Sincerely Regrets: Kelso Barnett is no longer an "Alternate Commissioner," as previously stated. He was made full commissioner in February.